Transcript for Mitt Romney's Son Slammed for 'Humblebragging' Rescue Photo

tweet that's sparked a bit of kro controversy. It began after one of mitt romney's sons witnessed a high-speed car crash over thanksgiving and decided to rush to the scene to rescue the passengers. He tweeted about it. It sounds heroic enough. Why is he the target of criticism this morning? And accused of something called humble bragging. Gio benitez is here to sort it out. Reporter: Josh says he was driving home from thanksgiving dinner with his wife and kids when an suv narrowly missed them and careened into the house at 70 miles per hour. But it's what happened next that has some people scratching their heads. It's the picture that spawned 1,000 words. Not all of them complementary. Josh rom romney, with this photo of himself. The caption, first on scene to big accident. I lifted four people out to safety. All okay. While many applaud him for the heroic act, others online called the photo classless and weird. One person tweeting, why are you smiling like a tourist? He is smiling next to a wreck. When you learn the whole story, this is the act of a good samaritan. Reporter: It turns ou there's a term for this kind of thing. It's called humblebrag. Defined by urban dictionary as, subtly letting others know hobbit how fantastic your life is, with a bit of self-effacing humor. Romney has donned the hero cap before. Helping his father and brother, craig, rescue a family of capsized boaters in new hampshire in 2007. He's someone in the public eye. And he needs to be careful about his reputation. Particularly if he wants to run for office. Obviously, the positive, having to stop to help these people who had crashed into a kitchen in their car is a big deal. Reporter: There is always a chance that this is a good deed, now punished. In a statement, romney insists what I did to help the people involved in the accident is what anyone else would do. Reporter: And it's important to note many people online say josh romney did nothing wrong. He only did what so many others would do after helping people. So, dan, the debate goeson. Thank you, gio.

This transcript has been automatically generated and may not be 100% accurate.

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